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It’s a universal archetype that dominates the human consciousness and occupies an emotional space many brands aspire to.
But taking on the Hero role demands a very different approach depending on the market you are operating in.
We present...

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The touchpoints revolution has created a big bang of rapidly emerging new data sources – but between these points of light, it’s also created black holes in our understanding that only a re-engineered approach to research can fill.
A new wave of...

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It’s increasingly said that today’s brands are the sum of consumer experiences – and that marketers are in the business of selling customer journeys rather than simply stand-alone products. The problem they face, though, is that very few people are...

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Marketers need sophisticated information which enables them to look to the future, not the past, says Rosie Hawkins, global head of brand and communication at TNS
A constant complaint about market research is that it is backward looking. Consumer...

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Extensive research from TNS proves that social media and search data can accurately predict the results of brand tracker surveys months in advance. The implications for market research are enormous.
In this feature we explain the techniques between...

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Emotion is fundamental to every decision that every consumer makes. It enables our fast thinking, exerts an unconscious influence over our choices and is always, always in play when it comes to how we respond to brands. Brands can only become...

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It’s a universal archetype that dominates the human consciousness and occupies an emotional space many brands aspire to.
But taking on the Hero role demands a very different approach depending on the market you are operating in.
We present the...

Related articles thumbnail

Metaphor provides marketers with immensely powerful tools: a means of tapping into the intangible emotions and aspirations that dominate human lives and personalities.
Yet the power of metaphors mean they must be handled with care. In this feature...

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The world has many popular brands but only a select few have the magnetic power of irresistibility. Now a new study from TNS has revealed what it takes to become an irresistible brand – and why it is so important to do so.
Irresistible brands have a...

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Today’s brand tracking surveys ask the wrong questions – and they ask far too many of them.
In this feature, we explain the flaws that are reducing the effectiveness of many tracking studies – and why TNS has re-engineered tracking around shorter,...